SuperValu had been losing market share, with value identified as a key factor (Kantar). The sudden lockdown, due to COVID-19, presented an opportunity. Increased in-home cooking meant the nation needed daily inspiration but also needed value with increased shopping bills.
In partnership with RTE TV, SuperValu used ambassadors Kevin Dundon and The Happy Pear to create a TV cookery miniseries, airing as a solus spot immediately after the 6pm News. Capitalising on the now captive news audience, the content was shot with one camera, directly from the chef’s own kitchen, and viewers warmed to the authentic style. We used the miniseries to feature a recipe idea of the day which aired in an ad break takeover. This was supported with editorial cookery slots on the Today Show, cooking live in studio. Social content amplified all content and tasty recipes. We produced a campaign that would drive numbers to Supervalue.ie inspiring the people of Ireland to cook at home for less with the SuperValu range.
Viewership far exceeded expectations; our slot peaked at 533,500 compared to 351,000 (Nielsen) pre-Covid. There was also huge traffic to the SuperValu cooking inspiration hub peaking when our Today Show and post news segments aired (Google Analytics). Ultimately this was about driving real results for SuperValu, over the course of our RTE partnership SuperValu once again managed to reclaim top spot (Kantar) from their nearest rivals at this crucial time for business’s embedded in the local community.
